Distinctive Ugliness As a Signal of Luxury

We identify a novel consumer signal; distinctive ugliness is a signal of luxury and fashion-forward nature. Examinations of market pricing data, employing machine-based learning, and 3 lab studies reveal this and the result, that while typically consumers select high aesthetics, in the context of luxury, consumers buy distinctively ugly products.


Ludovica Cesareo, Claudia Townsend, and Eugene Pavlov (2021) ,"Distinctive Ugliness As a Signal of Luxury", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 162-163.


Ludovica Cesareo, Lehigh University
Claudia Townsend, University of Miami
Eugene Pavlov, University of Miami


NA - Advances in Consumer Research Volume 49 | 2021

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